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Top Trends Taking Over Mice Tourism In 2018

Top Trends Taking Over Mice Tourism In 2018

More security, personalized offers that will strengthen human interaction, and the implementation of new technologies are the three fundamental trends that any traveling business or agency should consider if they are looking to grow in the Business Travel & MICE tourism in 2018.

Security

Executives from hotel
chains, convention centers, receptive agencies, highlight the importance of
security – all events should be held under greater security measures and
inspections. All MICE tourism destinations that are mass events are, therefore,
possible targets. Thus they should have contingency plans ready, evaluated and
previously tested in order to lower the chances of an attack.

Since zero risk is
impossible in case of an attack, bomb threat, etc., experts advise that the
situation should be communicated to the delegates in the fastest and most
accurate way possible: through text messages, instant messaging, email, etc.

The recent report by Ostelea
School of Tourism & Hospitality recalls that Turkey “has lost more than 45%
of the events it held, after the incidents suffered in the last two
years."

On the other hand, Paris,
after the attacks in 2015, "has partially recovered its stability in the
tourism sector in a record time, with a year-on-year growth of 7.4%".

Experience

Looking ahead to the
following years, 63% of executives in the MICE tourism sector expect an
increase in virtual attendance at events, according to a survey carried out by
the MPI (Meeting Professionals International) association among its associates.

According to Rob Davidson,
analyst of the IBTM fair (Incentives, Business Traveling, and Meetings),
"we are talking about conferences in which there can be as many people
inside the room as outside of it, that is, following the online attendance and
intervention, thousands of miles away."

To face this trend, and to
prevent tourism meetings from maintaining its preeminence, the annual report of
IBTM highlights the need to "create experiences", which will require
more creativity, logistical efforts, etc., by tourism companies and
destinations.

Rutger Hoorn, director of
global sales at Ovation Global DMC, an agency specialized in receptive MICE
recognized in more than 100 countries, is not surprised that for the umpteenth
time, the concept of "experiences" is being explored again.

But he adds: "You can
always look for something new that hasn’t been done before. And now everyone
talks about how technologies, like virtual reality, artificial intelligence,
etc., will affect the travel experience."

"But we are offering
human interaction with customers in order to create more business. We believe
that the experience comes after that personal relationship has been
established. We can create experiences, yes, but always through human
interaction."

In any case, adding layers
to personalized services is essential if you really want the congress or
convention attendees to feel special, and then take their experience to another
level, according to Sonia Prieto, director of Tourism for Value Retail Spain,
company owner of the shopping centers La Roca Village, in Barcelona, and Las
Rozas Village, in Madrid, both luxury outlets.

Technology

One of the next MICE tourism
trends to mark in 2018 will be related to new technologies.

This will not only be
subjected to cost or effectiveness, but to the fact that it will be a growing
requirement among a new profile of customers.

In this sense, the report of
the IBTM aims at companies in the Fintech sector (new technologies related to
banking and finance), information technologies, the automotive industry, and
the pharmaceutical industry.

With regard to professional
associations, "the growth of travel for the scientific, technological,
engineering and mathematical sectors is maintained". And it is precisely
in those economic activities linked to scientific advances, and the online
world, etc., where companies and individuals "will, of course, want
technology to be an essential part of their events," says Rob Davidson.

For the next two years, 57%
of the MICE tourism sector expects two great terms, according to a survey
carried out by the association of MPI managers among its associates.

Another 54% estimate that
travel budgets will tend to increase during the next year.

In addition, incentive
travels –which had declined in recent years–, have steadily recovered since the
beginning of 2016.

"For incentive travels,
the cost per person increases from 3,000 to 4,000 dollars." But beware,
because 60% of customers see that costs (flights, hotel, etc.) are growing
faster than travel budgets.

Preferred destinations for
incentive travels include the United States, the Caribbean, Mexico and Europe.
Asia is expected to increase by 28% in the next five years, due to the
increased demand for China and India as a travel destination. London, Barcelona
and Berlin top the list of the 10 most sought destinations in Europe by the
MICE segment for next year, according to a report by American Express Meetings
& Events.

The other cities included in
this top 10 are: Amsterdam, Paris, Madrid, Frankfurt, Rome, Munich and Prague.